ORIGINAL RESEARCH

published: 15 July 2022

doi: 10.3389/fpsyg.2022.884673

Analyzing Intention to Purchase

Brand Extension via Brand Attribute
Associations: The Mediating and
Moderating Role of Emotional
Consumer-Brand Relationship and
Brand Commitment
Weijun Bian 1,2 and Gong Yan 2*
1
School of Literature and Business, Xi’an Siyuan University, Xi’an, China, 2 School of Urban Construction, Xi’an Siyuan
University, Xi’an, China

The aim of this study is to investigate the drivers of brand extension attributes and its
impact on intention to purchase brand extensions mediated by emotional consumer-
brand relationship (ECBR). Data was collected from Chinese university students with
Edited by:
Debora Bettiga,
the help of questionnaire. Structure equation modeling was applied with the help of
Politecnico di Milano, Italy AMOS to analyze collected data. Results depict that brand attribute association has
Reviewed by: significant impact on intention to purchase luxury brands extension. Results further
Eduardo Moraes Sarmento, explain that emotional consumer-brand relationship mediates the relationship between
Lusophone University of Humanities
and Technologies, Portugal brand attribute associations and purchase intention of brand extensions. Furthermore,
Matthew Tingchi Liu, results indicate that brand commitment moderates the relationship between brand
University of Macau, China
attribute associations, emotional consumer-brand relationship and intention to purchase
*Correspondence:
Gong Yan
brand extensions. This study provides an intensive knowledge of the association that
gongyan87958557@163.com exists between the intent to buy luxury brands’ extension and ECBR. This study
focuses on the heart versus mind distinction, which is integral to the research on
Specialty section:
This article was submitted to
the relationship between consumers and brands. This study provides useful insights
Organizational Psychology, to brand managers to use strategies that enhance the bond between emotional and
a section of the journal
cognitive factors customers associate with a particular brand. Luxury brand managers
Frontiers in Psychology
ought to balance emotionality and rationality to create and capitalize on unique
Received: 26 February 2022
Accepted: 23 June 2022 associations with customers.
Published: 15 July 2022
Keywords: brand extension, brand attribute, luxury brand, commitment, emotional consumer-brand relationship,
Citation: purchase intention
Bian W and Yan G (2022)
Analyzing Intention to Purchase Brand
Extension via Brand Attribute
Associations: The Mediating and
INTRODUCTION
Moderating Role of Emotional
Consumer-Brand Relationship and
Brand extension refers using a brand’s name to facilitate market penetration for a new product
Brand Commitment. and this strategy is used in promoting luxury brands (Zhu et al., 2021). Already a lot of luxurious
Front. Psychol. 13:884673. fashion brands enjoy brand extension across various traditional luxurious market segments like
doi: 10.3389/fpsyg.2022.884673 jewelry, accessories, and perfumes; there are also extension possibilities when it comes to the

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Bian and Yan
non-traditional segments like technology, accommodation, food,
and alcohol. Even though a parent brand name presents a chance
for brand extension success, the brand extension also has its fair
share of limitations (Gelb and Friedman, 2021). Brand dilution
emanates from overextension which contributes immensely to
brands losing the special aura or brand promise to the potential
market and subsequently reducing their market share. For that
reason, it is crucial to determine the determinants that specifically
affect the success of a particular luxury brand extension. There
has been little study on the drivers of successful luxury brand
extensions. The studies on non-luxury brand extensions cannot
be used in the luxury brand category hence the need to carry
out a separate study on luxury brands (Jamil et al., 2021a;
Ma et al., 2021).
According to Knoerzer and Millemann (2021), both relational
and cognitive factors play a significant role when it comes
to consumer decisions. Tsai et al. (2020) stated that cognitive
roots drive consumer emotions (Gul et al., 2021a). When
consumers retain brand attributes in their minds, it leads to
the consumer-brand association. Consumers always tend to
create salient schemas associated with the brand in their mind,
thus developing an emotional bond with that brand. Global
consumer expenditure growth also challenges organizations to
create productive brand associations; thus, it is valuable to create
and improve the emotional attachment between customers and
luxury brands through taking advantage of cognitive aspects like
brand relationships which consumers have imprinted in their
minds (Dewani et al., 2021; Gul et al., 2021b). It will also be
beneficial to determine whether marketers can get desired results
like encouraging consumers to purchase luxury brand extensions
through capitalizing on the interplay of these mechanisms. Zhong
et al. (2021) discussed that despite this, there appears to be a
paucity of research that investigates the influence of cognitive
and relational elements (in addition to expected synergies) on
brand expansions.
Past studies on the discussed issues have several empirical
and conceptual limitations. For instance, Prados-Pena and
Del Barrio-García (2021) focused on affective commitment
only. Gelb and Friedman (2021) and Hultman et al. (2021)
conceptualization about customer-brand association focused on
hedonic values and emotional attachment. Zhu et al. (2021)
focused on brand elicited effects, that is, feelings experienced by
consumers when coming across a brand are different from the
emotional attachment between the brand and consumer. Besides,
most studies have always put more emphasis on brand quality
when it comes to conceptualizing cognitive factors. Other studies
did not have generalizability because of the specific assumptions
which, may have affected how the findings were interpreted.
Take, for instance, Ahn et al. (2018), who argued that emotions
tend to be more impacting than attitudes when predicting how
consumers will react to luxury brand extensions. However, this
only happens when a consumer expects a moderate or high-level
fit between brand extension and parent brand. According to del
Barrio-García and Prados-Peña (2019), consumers’ judgments
on brand extensions are enhanced by strong brand association
quality, however only in low and moderate commitment
extensions. These limitations have prompted the current study
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Intention to Purchase Brand Extension
to develop and test the empirical model suitable for examining
the importance of emotional consumer-brand relationships (E-
CBRs) and brand attribute relationships in determining the intent
of a luxury brand extension. ECBR is referred to as an emotional
attachment that consumers develop as time goes by with their
preferred brands. In addition, this study examines the impact
caused by brand commitment (Jamil et al., 2022).
The current study focuses exclusively on luxury brands’
context, adding to the available knowledge about luxury brand
consumption. Luxury brands come with specific characteristics,
making them viable for examining all aspects that have been
discussed. For instance, luxury brands offer consumers benefits
that can be transferred across various product categories.
Also, luxury brands come with high hedonic and expressive
characteristics. According to Kumar and Kaushik (2020), luxury
brands are a blend of cognitive and emotionally laden values
like entertainment, experiences, aesthetics, and superior quality.
Chinese young consumers have experienced tremendous growth
when it comes to interest in leading a luxurious lifestyle and
using global luxury brands. So, the research analyses views
from young consumers in China to draw various practical
and theoretical contributions (Gul et al., 2021c). The findings
show that the Chinese luxury brand market now boasts of
having a wide variety of global luxury brands. Besides, Chinese
consumers have interesting behaviors, like marked impacts of
cultural factors, that ate worth studying for a lot of global
investors and brands.
LITERATURE REVIEW AND
HYPOTHESES DEVELOPMENT
Consumer Intention to Buy Brand
Extensions and Brand Attribute
Association
Brand attribute associations are descriptive features used in the
characterization of a brand, for instance, its intangible benefits,
factors that influence consumption or purchasing of a brand,
and an image that resonates well with consumers (Prados-Peña
and Del Barrio-García, 2020). This study appreciates the views
of Butcher et al. (2019) in describing the conceptualization of
brand attributes associations. There are five main dimensions
that consumers highly value regarding luxury brands. Among
those dimensions (perceived quality, perceived originality,
and prestige/elitism/conspicuousness) are associated with non-
personal attributes, while the remaining two (perceived extended
self and perceived hedonism) are related to personal values.
According to Tsai et al. (2020), luxury values are represented by
three dimensions (hedonism, distinction, and elitism/prestige).
When it comes to luxury brands, consumers usually perceive
materialism and hedonism as individual values, conspicuousness,
and prestige to be social values, uniqueness, and quality as
functional values (Awan et al., 2021a).
Liang and Fu (2021) have confirmed that intention to purchase
brand extensions is a result of associations with brand attributes.
For example, suppose a consumer comes across new brand
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Bian and Yan
extensions. In that case, their evaluation of the brand extensions
is based on the parent brands’ attributes and the knowledge
they currently have concerning that product category (Kumar
and Kaushik, 2020). Besides, theoretical support on how the
purchase intention of a brand extension is influenced by these
dimensions. For instance, Youn and Dodoo (2021) confirm that
the brand image is likely to influence the perceived quality of
the brand even before making a purchase. So, these dimensions
influence how a consumer will evaluate a brand extension (Awan
et al., 2021b; Ma et al., 2021). Hedonic attributes from the
parent brands also affect how consumers perceive a brand and
promote the development of feelings by a consumer toward
a brand (Tseng et al., 2022). These attributes can be used on
new products irrespective of the categories they fall in. Brand
prestige suggests that the likeability or relatability of a parent
brand affects how brand extensions are evaluated (Giovanis and
Athanasopoulou, 2018; Jamil et al., 2021b). Researchers have also
pointed out that the values provided by a brand (functional
and prestige values) influence how consumers will react to
brand extensions. A parent brand with prestigious values might
negatively impact consumers’ purchasing decisions in the event of
a brand extension by providing highly perceived quality (Nandy
and Sondhi, 2020). Finally, brand uniqueness refers to extrinsic or
inter-personal advantages brought by brand consumption and is
important when customers tell other potential customers about
their first-hand experience regarding a particular brand. Brand
extensions can enjoy such benefits (Awan et al., 2021c; Zhong
et al., 2021).
There are a number of major conceptual and empirical
constraints in the existing research that examines consumer-
brand relationships as a factor in evaluating brand expansions.
These limitations affect the study in both a conceptual and
an empirical way (Tseng et al., 2021). Even though a lot of
research has been done on the impact of intention to purchase
a brand extension. But studies regarding luxury brands confirm
that consumers depend on the attributes of the parent grand in
creating perceived quality of brand extensions (Gaber et al., 2021;
Mohsin and Ivascu, 2022). Consumers often use those attributes
to determine the benefits they stand to gain after purchasing
brand extensions. Positive attributes of the parent brand will
enable consumers to positively evaluate the brand extension
(Mohsin et al., 2021). The quality of a brand’s connection to its
consumers and the degree to which consumers feel that the brand
is a good match for them both have separate and distinct impacts
on how consumers feel about the growth of the brand. However,
their findings only revealed a substantial influence on behavioral
reactions to brand growth, not on views toward the expansion
of the company. This is because opinions are more subjective.
Dewani et al. (2021) found that only extensions with moderate
to low fit had a favorable influence on consumer perceptions of
good brand connection quality. This meant that only extensions
with a moderate to low fit had a positive impact. In other research,
it was investigated how customers’ impressions of the parent
firms changed as a result of the introduction of new brands.
According to Gorlier and Michel (2020), unique, prestige, and
hedonic values positively impact how consumers perceive brand
extensions. Therefore, we proposed following hypothesis:
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Intention to Purchase Brand Extension
H1a: Emotional consumer-brand relationship (ECBR)
impacts consumer intentions to purchase a brand extension
and brand attribute associations.
The Moderating Role of Brand
Commitment
A strong sense of psychological attachment toward an object is
regarded as a commitment (Das et al., 2019). It is an enhanced
urge to have a certain attitude, and it binds or pledges the person
to a particular behavior. Various forces around the individual
(culture and social network) and consumer experience are the
drivers of commitment (Piehler, 2018; Liu et al., 2019). Affective
attachments and emotions influence a particular object. So,
commitment comes with positive feelings and customer partiality
(Abid et al., 2020).
According to Tong et al. (2018), it is possible to transfer
an emotional attachment from one object to another. An
individual with a deep attachment to a certain object tends
to stay committed to preserving the relationship with it.
Besides, Kumagai and Nagasawa (2021) also confirmed that high
attachment to brand extensions occurs at the high levels of fit.
So, the effect will only be transferred depending on the emotional
attachment toward the brand extension and its similarity to the
main brand (Liu et al., 2017; Ou et al., 2020). In an instance
where the brand extensions display high perceived quality, they
can easily be regarded to have similar features to the parent
brand (Gul et al., 2021d). So, the effect is transferred with
an enhanced commitment condition. Therefore, we proposed
following hypothesis:
H1b: Brand attribute associations significantly affect
intention to emotional consumer relationship (E-CBR).
The Mediating Role of Consumer-Brand
Relationship
A substantial degree of synergy exists between E-CBR and
brand attribute associations while influencing the intention
to buy brand extensions (Kaufmann et al., 2019). Gupta
et al. (2021) confirm that emotions facilitate brand-associated
information when making purchase decisions, mostly if unique,
conspicuous, and hedonic attributes affect the decision. Besides,
the relationship between a consumer and a brand often becomes
a conduit linking purchase decisions and the brand extensions’
cognitive factors (perceived quality or brand image). One can
determine whether brand relationships are mediating by putting
into consideration emotions resulting from a consumer’s bond
with a particular brand that usually affect the consumer’s
purchasing decisions (Pourazad et al., 2019; Naseem et al., 2021).
Still, these works have theoretical and conceptual frameworks
that should be subjected to additional empirical analysis. Even
though, according to Loureiro and Sarmento (2019), emotional
reactions are more effective than perceived fit and attitudes when
predicting how a consumer will react to the brand extension.
This confirmation is only viable for moderate and high levels
of brand extensions and parent brands. Besides, Hayes et al.
(2020) framework put more emphasis on a single aspect of
brand relationship development (hedonic benefits from parent
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Bian and Yan
brands). Also, the works of Khatoon and Rehman (2021) on
perceptual factors dwelt on the quality of brand portfolio and
parent brand breadth. Furthermore, Gaber et al. (2021) used the
dyadic approach, appraised brand relationship, hence hindering
conclusions generalizability. Therefore, we proposed following
hypothesis:
H2: Brand attribute has a significant influence on intention
to purchase a brand extension.
Brand Attributes and Intention to the
Emotional Consumer-Brand Relationship
Past studies acknowledge the significance of the interaction
between relational and cognitive factors and how they affect
customer decisions (Schmuck et al., 2018). Successful brands
establish a productive relationship with consumers through
providing an exceptional combination of product benefits and
perceptual brands. According to Yazdanparast et al. (2016), brand
image assists in creating brand relationships in case consumers
consider self-image to be consistent with the perceived quality.
Consumers use the unique intangible benefits of a brand to
evaluate a brand or develop feelings toward it (F. Hu and Trivedi,
2020).
According to the Theory of Optimal Distinctiveness (Hornsey
and Hogg, 1999), individuals tend to join moderately distinct
and inclusive groups to fill different or simply fulfill the demand
for inclusion (Liu et al., 2021). Besides, consumers always
display their identities by associating with prestigious brands
to gain status, respect, and exclusivity. According to Social
Identity Theory, an individual embodies the attributes of social
identity, which assist them in realizing positive, aspirational
targets. As social identities, brands have prestigious attributes
that attract consumers, making them develop attachments with
the brand (Liu et al., 2020). According to Sultan and Wong
(2019), congruency between a consumer’s ideal self and the brand
impacts brand attachment positively. Hayes et al. (2021) also
suggest that hedonic and symbolic benefits can cause brand
attachment. As a result, this study proposes these hypotheses:
H3: Brand commitment mitigates the relationship between
intentions to purchase a brand extension and the emotional
consumer-brand relationship.
H4: Brand commitment mitigate the relationship
between intention to purchase brand extension ad brand
attribute associations (see Figure 1 for all relationships).
Research Methodology
Data was collected from respondents using a self-administered
questionnaire. Before the final analysis a pilot study was
conducted with first thirty and last thirty questionnaires. After the
results of pilot study two experts of the marketing field reviewed
the questionnaire items and the responses of the respondents and
they suggested some minor revisions to improve the quality of the
instrument. Non-probability convenience sampling technique
was applied to collect data from university students situated in
Beijing the capital of PR China. Though convenience sampling
may constitute a generalizability issue, researchers suggested
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Intention to Purchase Brand Extension
Emotional
Consumer-Brand
Relationship
Intention to Purchase
Brand Attribute
Brand Extension
Associations
Brand
Commitment
FIGURE 1 | Conceptual framework.
that young samples are more accurate and knowledgeable about
fashion products. This study follows the suggested sample size
criterion of Kline (2015). According to him ten responses for
an item are sufficient. Our study used twenty-five items and
the minimum suggested sample should be two hundred and
fifty. Keeping in view the reliability and validity we collected
data from three hundred and twenty-five Chinese students
who are studying in different universities in the territory of
capital city Beijing.
Questionnaire and Measurement
The study used items established from prior research to
confirm the reliability and validity of the measures. All items
are evaluated through five-point Likert-type scales where “1”
(strongly disagree), “3” (neutral), and “5” (strongly agree).
Intention to purchase brand extension was measured with three
items adopted which were adopted from prior study of Taylor
and Baker (1994). Brand attribute association was evaluated with
eleven items and these items were previously used by Hwang and
Hyun (2012). Emotional Consumer-Brand Relationship (E-CBR)
was used as mediating variable and this was determined with
the help of eight items which already were used by Carroll and
Ahuvia (2006) and Batra et al. (2012). To check moderating effect
of brand commitment we used three items and these items were
formerly used by Albert et al. (2013) in their study.
Demographic Profile of the Respondents
The demographic analysis results showed that 59% of the
respondents were male, and 41% were female; participation in
both the sample assures the inclusion of genders in the dataset.
About 35% of the respondents were aged between 18 and 25 years,
followed by 40% aged between 26 and 35 years, and the rest
of 25% were above the age of 35 years. Respondents were well-
educated, with about 40% were graduation students, and about
45% of respondents were post-graduate students.
STUDY RESULTS
The SEM approach has been extensively employed because it
can illustrate robust regression associations in a single model
and test (Kline, 2015). It is also applicable and rational to
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Bian and Yan Intention to Purchase Brand Extension

FIGURE 2 | Model fit measures.

TABLE 1 | Model fit measures.

Index Measurement model Structural model Cut-off criteria Benchmark Conclusion

Absolute fit measures

CMIN/DF 2.229 2.366 <5.0 Appropriate
RMSEA 0.069 0.073 <0.08 MacCallum et al., 1996 Appropriate
SRMR 0.050 0.051 <0.08 Byrne, 2013 Appropriate
GFI 0.845 0.857 >0.80 Hu and Bentler, 1995 Appropriate
Incremental fit measures
CFI 0.920 0.923 >0.90 Bentler, 1990 Appropriate
AGFI 0.810 0.821 >0.80 Bentler and Weeks, 1980 Appropriate
TLI 0.909 0.913 >0.75 Sivo et al., 2006 Appropriate

determine associations and mediation effects. Therefore, this
research employed SEM to assess the proposed hypotheses of the
research model. This study utilizes analysis of moment structures
(AMOS) to assess and evaluate the structural model based on
standardized scale data. CFA was implemented to examine the
validity and reliability of the constructs. Data analysis was carried
out using statistical package AMOS version 24. In contrast, a
bootstrapping technique was utilized to test the significance of
the research hypotheses.
Measurement Model
A confirmatory factor analysis with AMOS 24.0 software on 260
returned survey data was conducted. According to the Structural
Equation Model (SEM) index suggested by Bagozzi and Yi (1988),
the fit indices of the model are satisfactory (CMIN/DF = 2.229,
RMSEA = 0.069; GFI = 0.845; SRMR = 0.050, AGFI = 0.81;
CFI = 0.92; TLI = 0.909), suggesting that The CFA findings are
an excellent fit to the data (see Figure 2). The detailed findings for
the measurement model and cut-off criteria are shown in Table 1.
Next, we assessed the efficiency of the design measures by
measuring the individual Cronbach alpha Ca coefficient, with the
resulting estimates varying from 0.832 to 0.935, all of which were
higher than the recommended standard of 0.7 (Nunnally, 1994).
A CFA was then carried out to test the cumulative measurement
model to ascertain the convergent and discriminant validity.
Following the guideline of Hair et al. (2016), this research
examines the convergent validity through factor loading, average
variance extracted (AVE), and composite reliability (CR). The
factor loadings of the items range from 0.618 to 0.841 (all larger
than 0.6). The CR values are greater than 0.7, and they range from

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Bian and Yan Intention to Purchase Brand Extension

TABLE 2 | Confirmatory factor analysis results.

Items Loadings Estimate S.E. C.R. CA CR AVE MSV MaxR(H)

Brand attribute associations 0.935 0.934 0.545 0.121 0.939

BAA3 0.759*** 1.094 0.097 11.265
BAA4 0.841*** 1.290 0.104 12.356
BAA5 0.767*** 1.109 0.097 11.382
BAA6 0.758*** 1.049 0.093 11.261
BAA8 0.759*** 1.231 0.109 11.270
BAA11 0.785*** 1.231 0.106 11.616
BAA12 0.801*** 1.240 0.105 11.836
Emotional consumer Brand relationship 0.904 0.901 0.568 0.404 0.911
ECBR2 0.837*** 1.474 0.139 10.610
ECBR3 0.820*** 1.382 0.132 10.466
ECBR4 0.815*** 1.432 0.137 10.422
ECBR5 0.737*** 1.427 0.147 9.7100
ECBR6 0.711*** 1.286 0.136 9.4420
ECBR7 0.712*** 1.303 0.138 9.4570
Intention to purchase Brand extension 0.866 0.867 0.685 0.088 0.872
IPB1 0.809*** 1
IPB2 0.869*** 1.101 0.078 14.190
IPB3 0.804*** 1.019 0.075 13.548
Brand commitment 0.832 0.833 0.625 0.404 0.841
BC1 0.839*** 1
BC2 0.804*** 0.952 0.073 13.106
BC3 0.724*** 0.838 0.071 11.876

Significance of estimates at ***p < 0.001 level; Cα ≥ 0.7; CR ≥ 0.7; AVE ≥ 0.5.

TABLE 3 | Discriminant validity.

Fornell–Larcker criterion Heterotrait–monotrait (HTMT) ratios

BAA ECBR IPB BC BAA ECBR IPB BC

BAA 0.738 BAA

ECBR 0.250 0.754 ECBR 0.249
IPB 0.297 0.266 0.828 IPB 0.297 0.274
BC 0.348 0.636 0.210 0.790 BC 0.339 0.650 0.209

BAA, brand attribute associations; ECBR, emotional consumer-brand relationship; BC, brand commitment; IPB, intention to purchase brand extension.

0.833 to 0.934. AVE values vary from 0.545 to 0.685, all of which
are greater than 0.5. All the measures demonstrated sufficient
convergent validity, as seen in Table 2.
The two methods are included to validate the proposed
model’s discriminant validity, namely the Fornell-Larcker criteria
and heterotrait-monotrait (HTMT) ratios (Hair et al., 2016).
According to the Fornell and Larcker (1981) criterion, after
taking the square root of the AVE of each variable, if the
upper side of the first value of each column is significantly
higher, it demonstrates the confirmation of discriminant validity
(Fornell and Larcker, 1981; Hair et al., 2016). Table 3
indicates that discriminant validity is confirmed based on the
Fornell-Larcker criteria since the top value of the association
of measures is maximum in each column. According to
the HTMT ratios criteria, the values of the HTMT ratios
must be <0.85; but, values up to 0.90 are appropriate. The
Table 3 demonstrates that all HTMT ratios are <0.90, which
suggests that the current research model’s discriminant validity
has been confirmed.
Structural Model Results
We used SEM with maximum likelihood estimation procedures
to test the proposal hypotheses. To measure the degree fit of the
structural model we evaluated the following indicators: absolute
fit measures including Chi-square/df (CMIN/df), goodness of fit
index (GFI), root mean square error of approximation (RMSEA)
and root mean square residual (RMR), Standardized Root Mean
Square Residual (SRMR); incremental fit measures including,
comparative fit index (CFI), adjusted goodness of fit index
(AGFI), Tucker–Lewis coefficient (TLI). Table 1 shows that the
fit indices of the model are satisfactory (CMIN/DF = 2.366,
RMSEA = 0.073; GFI = 0.857; SRMR = 0.051, CFI = 0.923;
AGFI = 0.821; TLI = 0.913), suggesting that the relationships
among latent constructs fits the data. The direct, indirect and
total effects are analyzed and shown to clarify the relationship
among the factors (Usman Shehzad et al., 2022). The results of
the hypotheses testing of the structural relationship among the
latent constructs in the proposal model are shown in Figure 3
and Tables 4, 5.

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Bian and Yan Intention to Purchase Brand Extension

Emotional
Consumer-Brand
Relationship
0.408***

0.190***

0.364***
Intention to
Brand
Attribute 0.246*** Purchase Brand
Associations Extension

0.253***

Brand
Commitment

FIGURE 3 | Measurement model. ∗∗∗ p < 0.001.

TABLE 4 | Structural model results effects.

Structural paths Proposal effect Estimate S.E. T-Value Decision

BAA → IPB (H1) + 0.246*** 0.108 2.277 Supported

BAA → ECBR (H2) + 0.190*** 0.054 3.508 Supported
ECBR → IPB (H3) + 0.408** 0.143 2.864 Supported
BAA*BC → IPB (H4) + 0.253** 0.082 3.081 Supported
ECBR*BC → IPB (H5) + 0.364** 0.072 5.055 Supported

***Significant at the 0.001 level; **significant at the 0.01 level.

TABLE 5 | Direct, indirect, and total effects analysis.

Bias-corrected confidence intervals

Proposal effect Direct effects Indirect Total Lower confidence level Upper confidence level
effects effects

BAA → ECBR → IPB (H2a) + 0.246*** 0.051** 0.297*** 0.03 0.164

***Significant at the 0.001 level. **significant at the 0.01 level.

Direct Effects
The results of path analysis of the aforementioned structural
equation model are summarized in Figure 3 and Table 4, and
the conclusions of each hypothesis can be obtained. In Table 5,
statistically significant (p-values), T-Value, standard error and
path coefficients (β) are presented. These values provide good
basis to decide the acceptance or rejection of a hypothesis. The
results in Figure 3 and Table 4 show that both direct relationships
are statistically significant had support for the positive effects of
BAA on IPB and ECBR. The path from BAA to IPB is used as
Hypothesis 1. The value of path coefficients (β) and p-value of
the path from BAA to IPB are 0.246 and <0.001, respectively.
The p-value is below 0.05 and path coefficient is positive, which is
indicating that the BAA has significant impact on IPB. Therefore,
Hypothesis 1 is being accepted. Another path was developed to
check the impact of BAA on ECBR. Hypothesis 2 was designed
to show second relation. The path coefficient and p-value for
Hypothesis 2 are 0.1190 and <0.001, respectively, which shows
that path is statistically significant at 5% level of significance.
Similarly, Hypothesis 2 has been supported.
Direct, Indirect, and Total Effects
We also have discussed earlier that the study tests indirect
relations along with the direct paths. Similarly, to explore the
mediating relations, one mediation hypotheses was proposed.
The hypothesis was proposed to check the mediation effects of
ECBR on BAA and IPB. The estimated results from mediation
testing are presented in Table 5. The results for the mediation
of ECBR in the impact of BAA on IPB have indicated that the
path coefficient and p-value are 0.051 and <0.01, respectively.
The p-value is below 0.05. Hence, Hypothesis 3 has been
accepted. It has been already stated and confirmed that BAA

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Bian and Yan Intention to Purchase Brand Extension

5 DISCUSSION AND IMPLICATIONS

Intention to Purchase Brand Extension

4.5
The purpose of this study was to determine whether brand
4 managers might achieve desired outcomes, such as increasing
3.5 people’s likelihood to purchase a product from a luxury
3 brand, by strengthening the relationship between brand
attribute associations and E-CBRs. The study employed SEM
2.5
to demonstrate that E-CBR had a significant effect on people’s
2 want to purchase an extension of a luxury brand, as well as a
1.5 significant effect on the relationship between brand attribute
1 associations and desire to purchase the extension. This study
Low Brand Attribute High Brand Attribute established a link between customers’ attribute associations
Associations Associations
with a luxury brand and their emotional attachment to that
Low Brand Commitment High Brand Commitment brand which is parallel with the previous study of Ahn et al.
(2018) and contradicted with the findings of prior study of
FIGURE 4 | Moderating effects of BC. Jacob et al. (2020). This synergy is what motivates consumers
to purchase the brand’s new items, demonstrating how critical
it is to leverage people’s beliefs and knowledge about the brand
5 to help them develop emotional relationships with it. According
to Piehler (2018), brand commitment also influences whether
Intention to Purchase Brand

4.5
4 individuals want to purchase an extension of a luxury brand and
3.5 an extension of ECBR.
Extension

3
2.5
2
1.5
1
LowEmotional
Consumer-Brand
Relationship
Low Brand Commitment
FIGURE 5 | Moderating effects of BC.
has direct positive effect on IPB. Consequently, it can be
said that the mediation is partial mediation. Similarly, it can
be concluded that ECBR partially mediates the relationship
between BAA and IPB.
Moderating Effects of Brand Commitment
For H4, to test the moderating effects of Brand Commitment,
we added the interactions between BAA and BC in the model.
The findings of H4 predicts that the higher the BC, the higher is
the effect of BAA on IPB. The results of moderating analysis in
Figure 4 and Table 3 reveal a positive and significant interaction
effect between BAA and BC on IPB (β = 0.253, p < 0.01),
which indicates that BC strengthens the positive effects of BAA
on IPB. Next for H5, to test the moderating effects of Brand
Commitment in the relationship between ECBR and IPB, we
added the interactions between ECBR and BC in the model.
The findings reveal that the higher the BC, the higher is the
effect of ECBR on IPB. The results of moderating analysis
in Figure 5 and Table 3 showed a positive and significant
interaction effect between ECBR and BC on IPB (β = 0.364,
p < 0.01), which indicates that BC strengthens the positive
effects of ECBR on IPB.
Theoretical Implications
Theoretically, this study provides an intensive knowledge of the
association that exists between the intent to buy luxury brands’
extension and E-CBR. This study demystifies the impact of brand
High Emotional attributes (uniqueness, prestigious values, and brand image) and
Consumer-Brand relational factors (brand self-identification and brand love) on
Relationship the intent to buy luxurious brand extensions. According to this
High Brand Commitment
study, consumers use salient cognitive memories and schemas
associated with luxury brands and emotional bonds formed with
brands to decide on whether to buy brand extensions or not.
This study focuses on the heart versus mind distinction, which
is integral to the research on the relationship between consumers
and brands. The heart represents affective and emotional aspects
of the brand-customer relationship, while the mind is all
about the cognitive dimensions. Both emotional and cognitive
aspects influence the intention to buy luxury brand extensions
by operating separately and interdependently in formulating
purchase behavior (Ahn et al., 2018).
Besides, this study attempted to create an in-depth theoretical
interpretation of the interaction amongst emotional consumer-
brand relationships and the intention to buy luxury brands’
extension. In that connection, the study develops a new approach
to defining the emotional bonds existing between luxury brands
and customers. The new concept integrated all relations aspects
of brand self-identification, brand passion, brand love and
brand attachment (Chen and Qasim, 2021). Besides, this study
contributed to the existing limited literature on conceptualization
of brand interactions or appraisals of such relationships when
determining how they influence brand extensions. This was
through assessing how ECBR affects the intent to buy luxury
brands’ extensions (Tong et al., 2018). Most importantly, the
study contributes to the limited current knowledge on emotional
and cognitive connections existing between consumers in China
and their preferred luxury brands.

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Bian and Yan
The study generally creates an in-depth perception of the
connection between brand attributes and ECBRs. It contributes
to the current literature by combining various important
emotional and cognitive elements to form one framework. This
study also suggests that developing consumer emotions to brands
comes from the cognitive relationship’s consumers have in their
minds. The study adds on the existing knowledge regarding
the significance of establishing and creating intangible brand
attributes interactions that transform perceptions to consumer-
brand interactions.
Besides this study confirming that brand commitment
moderates the interaction between intention to buy luxury
brands’ extensions and brand attribute associations, it also
acknowledges that perceived fit facilitates the transfer of
perceptions and attitudes from the main brand to its extensions.
This study’s findings offer specific theoretical implications to
categories whereby brand’s hedonic and unique attributes include
important advantages of consumption related to luxury brands.
According to this study, brand commitment can extend to
luxury brand extensions. But this research failed to highlight
the moderating effect caused brand commitment when it comes
to the relationship between the intent to buy luxury brands’
extensions and ECBR. According to the study, the categorization
of brand extensions does not enhance how ECBRs affect the
intention to purchase. Therefore, consumers’ emotional bonds
with brands influence their intent to buy brand extensions
regardless of the existing commitment.
Managerial Implications
This study provides several crucial managerial implications. It
appreciates the significant role displayed by brand attribute
associations alongside its impact on ECBRs development. It
is fair to conclude that more focus should be directed to
showcasing the emotional and hedonic characteristics of a brand
to create a lasting emotional bond with customers. Together with
strong symbolic attributes, brand image, prestigious and unique
qualities, emotional bonds can influence the intent to buy luxury
brand extensions (Prados-Pena and Del Barrio-García, 2021).
A strong connection between the parent brand and its extensions
positively influences the development of an emotional bond with
a brand. Customers need to be constantly told about the unique
and prestigious factors of a parent company in order to decide
whether to buy the brand’s extension or not (Tsai et al., 2020).
Besides, the study provides empirical evidence on the
relationship between brand attribute association and ECBR and
their impact on the intent to buy luxury brand extensions. In
that connection, brand managers need to use strategies that
enhance the bond between emotional and cognitive factors
customers associate with a particular brand. Luxury brand
managers ought to balance emotionality and rationality to
create and capitalize on unique associations with customers.
For example, these managers must showcase through adverts
the exceptional qualities of the brand while providing rational
arguments intended to assist customers in deciding on whether
to buy luxury brand extensions.
The study also confirmed the influence ECBR has on the intent
to buy luxury brand extensions is not reliant on the existing brand
Frontiers in Psychology | www.frontiersin.org
Intention to Purchase Brand Extension
commitment. Therefore, brand managers have an opportunity
to capitalize on emotional bonds with their customers to bypass
the challenges that emanate from unfit or dissimilar brand
extensions. So, to reap from the booming luxury market in China,
luxury brand managers must consider putting the brands in
various categories instead of common or traditional products to
create and maintain emotional attachments with consumers in
China. From a general perspective, this study provides luxury
brand managers with insight about the growing and under-
exploited Chinese market. Findings from the current study are
relevant luxury brand managers who want to explore this market.
LIMITATIONS AND RECOMMENDATIONS
The current research comes with some limitations that can
form a basis for further studies. The conceptual framework only
focuses on one important variable: the intent to buy luxury brand
extensions. There need to be further studies on other pertinent
outcomes such as brand loyalty and positive WOM. Besides, the
study is only limited to brand commitment to be the moderator.
Further studies need to put into consideration other dimensions
such product innovation and extension direction. In the sample,
most respondents consisted of young luxury brand customers
from China. Even though this study highlights several crucial
trends in the constantly growing market, future studies need to
look at the various cultural contexts and comparison with older
generations. The study capitalized on data collected from targeted
retailers of luxury brands, specifically those with high status.
Therefore, future studies need to also put into consideration the
location of the store. Besides, this study capitalized on mock-
up extensions in regards to the choice of the brand extensions.
In future studies, actual brands may be used, followed by an
evaluation of the brand extensions. Lastly, due to the unique
luxury brands’ characteristics, the model of research should draw
a comparison in a low involvement setting to determine if similar
theoretical links will occur and the impact on the intent to buy
brand extensions.
DATA AVAILABILITY STATEMENT
The raw data supporting the conclusions of this article will be
made available by the authors, without undue reservation.
AUTHOR CONTRIBUTIONS
Both authors listed have made a substantial, direct, and
intellectual contribution to the work, and approved it for
publication.
SUPPLEMENTARY MATERIAL
The Supplementary Material for this article can be found online
at: https://www.frontiersin.org/articles/10.3389/fpsyg.2022.
884673/full#supplementary-material
9 July 2022 | Volume 13 | Article 884673
Bian and Yan
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Conflict of Interest: The authors declare that the research was conducted in the
absence of any commercial or financial relationships that could be construed as a
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11 July 2022 | Volume 13 | Article 884673